During Yves’ time at Instagram he was a creative director on the Culture and Community Team that was a part of Creative X – The Goal was to connect emerging trends to the power of IG products and features

#Fairycore – IG users invented the #fairycore trend as a vehicle for exploring their identity, and we wanted to inspire the creative community to share richer stories in film across the platform. We worked with iconic photographer Petra Collins and Euphoria’s Alexa Demi to dimensionalize their “Fairy Tales” book in film.

The film debuted across Feed and Reels, along with a BTS Instagram Guide to show the creative process behind the magic.

Boy Who is you? – JFG is the godfather of remixing culture into fashion. He’s done collaborations that have sold out in seconds so when it came to creating something with Instagram, we wanted to create something that couldn't be sold, inspiration. We worked with Joe Fresh Goods to create an un-shoppable collection at ComplexCon and for the first time, we turned @Shops into a gallery for the culture where we gave away game* for free.

This activation came to life in a number of ways. For ComplexCon goers we crafted an exhibition celebrating some of JFGs most meaningful work and collaborations throughout his career in fully built out displays.

For those not able to attend ComplexCon we utilized @Shop on Instagram. Traditionally used as a purchasing vehicle, we turned it into a gallery space so everyone had access to this knowledge from JFG.

Lastly, rather than taking the traditional panel route, conversations were led like performance art. Each conversation was opened and closed with “Yours to Make” messaging and chalked full of invaluable knowledge to inspire a new journey for creators and of course all of this was shared and broadcasted via IG Live.